Busan, South Korea – As part of its strategic initiative to become a leading global wellness and medical tourism destination, Busan hosted an event on June 25, marking a major step in its ambitious plan. The city unveiled its first-ever key medical tourism partner institutions and held a symposium aimed at enhancing integrated wellness and medical tourism capabilities.
Busan announced the selection of 50 key institutions that have excelled in attracting foreign patients and promoting medical tourism in the region. The event, held at the Busan City Hotel convention hall, recognized the top 30 institutions based on their 2023 performance and 20 institutions specializing in health check-ups, beauty treatments, and traditional Korean medicine. These institutions were awarded promotional plaques to acknowledge their contributions and to enhance their visibility in international markets.
A symposium followed the selection ceremony, featuring experts discussing strategies for boosting wellness and medical tourism. Topics included the latest trends in foreign patient attraction, innovative concepts for integrated wellness and medical tourism, and the development of wellness tourism programs.
South Korea is a prominent destination for medical tourists, known for its advanced medical technology and high-quality services. In 2022, the number of medical tourists visiting Korea surged by 70.1% to 248,000, reflecting a strong recovery from the COVID-19 pandemic. The government aims to attract 700,000 foreign patients annually by 2027, focusing on improving accessibility and expanding the number of designated “excellent medical institutions” from 27 to over 50.
While Seoul and the surrounding Gyeonggi province dominate the medical tourism landscape, Busan is making significant strides. The city has the highest recovery rate of foreign patient visits among major municipalities outside the capital area. This initiative is part of a broader effort to create wellness medical tourism clusters in Busan, Incheon, and Daegu, designed to offer a holistic experience combining medical services with leisure and wellness activities.
Understanding the distinction between wellness tourism and medical tourism is essential to appreciating Busan’s strategy. Wellness tourism focuses on preventive health and maintaining a high quality of life through holistic treatments and activities. Visitors engage in experiences such as spa treatments, yoga retreats, meditation sessions, and nutritional guidance. The aim is to promote physical, mental, and emotional well-being through non-invasive and natural methods. These tourists seek to relax, rejuvenate, and restore their health in scenic and serene environments.
In contrast, medical tourism is aimed at individuals who travel to receive specific medical treatments or surgeries. This can range from elective procedures such as cosmetic surgery and dental treatments to critical interventions like cardiovascular surgeries or cancer treatments. Medical tourists prioritize access to high-quality medical care, advanced medical technology, and specialized medical expertise, often seeking services that are either unavailable or too costly in their home countries.
Recognizing these distinctions helps in understanding the goals and approaches tailored to each type of tourism, ensuring that the services and marketing strategies effectively meet the distinct needs of wellness and medical tourists.
Despite these efforts, several challenges need to be addressed to fully realize Busan’s potential as a global medical tourism hub. One significant hurdle is the language barrier that foreign patients face. Many medical institutions in Busan lack adequate multilingual support, which can lead to communication difficulties and potentially compromise the quality of care received.
Another challenge is the relatively low visibility of Busan’s medical tourism sector compared to cities like Seoul and Incheon. Effective international promotion strategies are essential to enhance the city’s profile and attract more foreign patients. Additionally, the complex visa procedures currently in place for medical tourists can deter potential visitors. Simplifying these processes would make Busan more accessible and appealing to international patients.
Furthermore, there is a need for better integration between medical facilities, accommodations, and tourist attractions. A well-connected infrastructure would enable patients to seamlessly combine their medical treatments with leisure and wellness activities, making their stay in Busan more enjoyable and convenient.
Busan’s medical tourism offerings are currently focused on specific services such as plastic surgery and health check-ups. Expanding the range of available programs to include more holistic and preventive care options would attract a broader audience. Differentiating Busan from other medical tourism destinations by leveraging its unique natural and cultural assets could also enhance its appeal.
The city’s focus on discovering excellent medical content and establishing a new public-private promotional framework aims to position Busan as a leading global hub where medical treatment and wellness converge. This initiative is expected to enhance the city’s attractiveness to international visitors seeking high-quality medical and wellness services.
Addressing existing challenges through targeted improvements in language support, visa procedures, infrastructure, and program diversity will be crucial. With continued efforts and collaboration among stakeholders, Busan is poised to attract a growing number of international visitors, contributing significantly to the regional and national economy.
